Factors Affecting Customer’s Purchase Intention of Products with Eco-Friendly Packaging
DOI:
https://doi.org/10.56532/mjbem.v4i2.150Keywords:
eco-friendly packaging , purchase intention, environmental concern , product characteristics, government roleAbstract
As global environmental concerns intensify, consumer demand for sustainable practices especially in packaging has increased. This study examines the key factors influencing Malaysian consumers’ purchase intentions toward products with eco-friendly packaging, guided by the Value-Belief-Norm (VBN) theory. A quantitative approach was used, with data collected from 184 respondents through an online survey. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) via SmartPLS. Results show that product characteristics, particularly price and quality, significantly influence consumers’ intentions to purchase eco-friendly packaging. However, general environmental concern and a sense of personal responsibility were not significant predictors. Instead, consumer knowledge related to recycling and reuse had a strong positive impact on purchase intentions. In terms of government influence, investment in green initiatives had a significant effect, while the presence of rules and regulations did not. This study contributes to the limited research on green consumer behavior in Malaysia and supports strategies for promoting environmentally responsible consumption. These findings are able to offer practical implications for businesses and policymakers.
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